The Science of Shopping: Buy Gifts One at a Time

"Having multiple recipients in mind not only means that more gifts are needed, but it may change what shoppers focus on when making gift selections," wrote Mary Steffel of the University of Cincinnati and Robyn A. LeBoeuf of the University of Florida in the new paper published online Nov. 21 in the Journal of Consumer Research. The students were asked to pick gift cards as presents for university and out-of-town friends.{br}{br}View the Entire Article{br}